Despite not making a clear commitment to eliminate fur items from its production, renowned fashion and luxury goods brand Max Mara has been accused by Four Paws of concealing fur products within the intricacies of its website.

As the official representative of the Fur Free Retailer program in several countries, Four Paws, part of the Fur Free Alliance (FFA), has been tirelessly campaigning against the use of fur in fashion. With over 1,500 brands and retailers already committed to the program, Four Paws has been pressuring Max Mara to reconsider its stance on fur.

After weeks of intense campaigning, Four Paws claims that Max Mara has removed all fur items from its international website. However, the company has not publicly distanced itself from the practice nor committed to clear plans to phase out fur from its catalogs.

Thomas Pietsch, Head - Animals in Textiles, Four Paws, says, Max Mara's responsibility towards the sufferings of millions of animals cannot be ignored. Despite the removal of fur items from the website, the organisation continues to advocate for a fur-free future.

Founded in 1988 by Heli Dungler in Vienna, Four Paws envisions a world where animals are treated with respect and empathy. With offices and sanctuaries worldwide, the organisation highlights the growing global movement against fur production and sales. Many European countries, Israel, the US state of California, and several US cities have already implemented bans on fur.

Four Paws emphasises that Max Mara's actions come after sustained pressure from protests and online campaigns by partners in the Fur Free Alliance. The organisation vows to continue urging Max Mara to join other major Italian fashion brands like Armani, Gucci, and Versace in abandoning fur.